Very Pinteresting: “Live in Levi’s” Campaign

Challenge

After previous brand awareness campaigns for its women’s product line, Levi’s was eager to further boost its share of the women’s jeans market by building a dialogue about the collection on social media.

For the “Live in Levis” campaign, Resolution Media sought to boost engagement while decreasing typical cost-per-engagement (CPE). They also looked to strengthen campaign performance via close up rate (CUR), click through rate (CTR) and re-pin rate (RPR).

Strategy

With its “Live in Levi’s” campaign, Levi’s went all in, launching its biggest marketing push aimed at women since introducing its first pair of women’s jeans in 1934. Brought aboard to handle social media, Resolution focused efforts on the campaign’s marketing crown jewel: No matter what their body type may be, women can find a style of jeans that suits them in Levi’s all-new women’s denim collection.

With Levi’s passion for testing emerging social platforms, Resolution seized the opportunity to explore a new offering from the wildly popular social media channel Pinterest. The strategy was ambitious: after determining which keywords would most likely engage women of all shapes and sizes, the Resolution team would leverage Pinterest’s newly launched self-service platform to connect with those female consumers.

Execution

To execute the ambitious plan, the team:

Researched search terms across the web with a focus on social platforms to create a robust keyword list to target against

Built out keyword lists extensively to include the most highly searched, relevant terms on Pinterest – “curvy,” “boyfriend jeans,” “fall fashion,” and “back to school” to name a few – as well as the keywords most often searched by customers of Levi’s competitors